3 Steps to Creating Better Customer Experiences - Business Improvement Tools - PowerPoint PPT Presentation

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3 Steps to Creating Better Customer Experiences - Business Improvement Tools


Many of the business improvement tools mentioned on this blog are available on Expert Toolkit as will the upcoming Management Consultant Toolkit which will be available in April. – PowerPoint PPT presentation

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Title: 3 Steps to Creating Better Customer Experiences - Business Improvement Tools

3 steps to creating better customer experiences
  • Providing an exceptional experience for customers
    is a core objective for any business serious
    about growth, brand expansion and financial
    performance. Its a complicated mission though,
    with many traps and obstacles to be encountered
    along the way.

Customer Behaviors Needs
  • Customers are demanding they want companies to
    know them, understand their needs, not waste
    their time and provide the product or service on
    time and as expected. How does a company know
    what customers want and stay in touch with their

Cross-Channel Alignment
  • The ways in which customers engage with an
    organization are evolving and expanding rapidly
    also the so-called omni-channel experience is
    here to stay. Customers can walk into a store,
    call the service center, chat with an agent, send
    an email, send a text, engage through social
    channels and the list goes on. How does a
    company keep these channels connected and in
    sync? How is a consistent customer experience
    delivered across every channel?

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Systems Processes
  • Systems and the back office generally move much
    slower than the marketing and customer
    experience design team would like them to. How
    does a company deliver the optimal experience
    working with the speed and capability constraints
    of the technology and process environment?
  • These are just some of the challenges. What are
    some of the proven methods than can help to
    overcome these obstacles and shape an exceptional
    customer experience. Whilst by no means
    exhaustive, here are some suggestions for
    analyzing, understanding and designing a
    world-class customer experience.

1. Use Gemba Gather Data
  • Gemba literally means the actual place. Get out
    from behind your desk and go to where the
    customer experience is actually being delivered
  • Direct Observations. Sit in a store and watch how
    the customers are engaging with staff, processes,
    and products. Notice issues and pain points that
    are being experienced. Ask front-line staff
    questions (use some 5 whys). Listen in on some
    customer calls. Put together a simple worksheet
    for tracking your observations before you do the
    exercise. If you have any hypotheses developed,
    take those and see if any evidence proves or
    disproves them.

  • Day in the Life Of. This method works great
    when focusing on a specific role that is involved
    in serving customers. It can shed light on how to
    make the role more effective or address issues
    further up the line.
  • Mystery Shop. Pretend you are a customer. Use the
    web site, buy a product, use a product, call
    customer service, chat with an agent, review your
    bill, make a complaint! How was the experience?
    Do the same with a few competitors - what are the

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  • Voice of the Customer (Voc). What do customers
    say about the experience? What do they want in
    the experience? A variety of methods exist for
    gathering the VoC including focus groups,
    surveys, interviews and using existing customer
    data such as complaints, feedback, reviews.
  • Gather Compile Data. Supplement data captured
    from observations, DILO, mystery shopping, VoC
    with data from corporate systems related to
    customer experience. CRM systems, order
    management, complaint tracking, etc.

  • Look at the macro-level (trends, volumes,
    patterns) in addition to the micro-level
    (specific instances of an issue, triggers that
    lead to a process breakdown, etc). Do some
    sampling if you need to a good start is to grab
    a batch of customers, orders, complaints
    (whatever you are most interested in) and do
    end-to-end analysis on these. Roughly 400 is good
    sample size to get strong confidence in the

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2. Map the Customer Journeys
  • Map the Current State. Using all the data thats
    been gathered and the insights from the Gemba
    exercises, map the key journeys as they currently
    exist. Do this across channels and focus on the
    most critical and frequent journeys taken by
    customers. Brown paper process mapping is a
    terrific way to bring together a variety of
    stakeholders to build up a clear picture of the
    customers experience. It also allows the
    incorporation of different data elements and
    visuals to bring the journey to life. The data
    gathered will help draw out the key points and
    ensure the process mapped is actually what is
    happening (not what the team thinks is happening).

  • Map a Desired Future State. Using the same
    insights and method, craft a future state
    customer journey that aligns with the ambition of
    the organization. Look for opportunities to
    eliminate pain, points, waste and align with the
    aspiration of the customer as told through the
  • Synthesize the Pain Points. From the current
    state process maps and the gaps identified in
    designing a new future state experience, document
    the key pain points.

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3. Develop Solutions and an Action Plan
  • Once you have mapped the current state and
    designed an ideal future state and used this to
    highlight the gaps its time to move into
    solution mode and planning.
  • Prioritize Pain Points. Take the documented pain
    points and prioritize them based on severity
    and frequency.

  • Brainstorm Solutions. Ideate solutions and
    prioritize them based on their ability to address
    pain points, and their cost / complexity and time
    to implement. Look for solutions that address
    more than one pain point.
  • Scope Plan. Scope out each solution including
    development of a charter and create an integrated
    improvement plan with clear milestones,
    activities, deliverables, success factors and
    performance measures. Be sure to follow good
    principles such as holding people accountable,
    testing solutions, monitoring results and scale
    solutions once they are proven to work.

  • Let us know if you have any questions or
    feedback. Many of the business improvement tools
    mentioned on this blog are available on
    experttoolkit.com as will the upcoming Management
    Consultant Toolkit which will be available in
  • Go make a greater impact!

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